The best way to describe the first print of the book, The New York Times Best Seller List: A Handbook for Successful Book Marketing, is a must-read. The author, and favorites score of Doug Ebenstein, takes you through a very comprehensive outline of how he, himself, went from being a freelance book reviewer to becoming a successful book publisher.
It is about 10 chapters into The New York Times Best Seller List, that Doug Ebenstein makes his biggest blunder, yet. He states the obvious in such a way that it is obvious what he does not want you to know.
You see, The New York Times Best Seller List: A Handbook for Successful Book Marketing is full of practical, real-world wisdom, which Doug Ebenstein applies throughout the book. The book was written by Doug as a course in publishing.
In order to succeed as a book reviewer, he looked at what was selling and how the author’s goal to provide quality book reviews and content served those books in the marketplace. In order to sell those books, the author needed a way to get word out to those who were interested in reading the content of the book. By using a newsletter, a pay-per-click or a forum posting, the author could draw traffic to the site.
Doug Ebenstein realized there were other ways to do this besides the aforementioned, well, tactics. He began to work with Amazon as an author of reviews and then, when the book was well in the retail stage, began working with the publisher Random House to promote the book on their website.
So, what happened to the large blunder Doug made, which I pointed out in my article How Many Customers Do You Need? And the small blunder Doug made, which is the focus of my next paragraph.
Doug Ebenstein wrote about the process but never mentioned he was making a personal decision to write the book on his own terms. Of course, Doug Ebenstein had a great team at Random House working with him and by that time, he had been living with many of them for about three years.
Then the author’s error of omission happened. He told us:
“One of the things that surprised me was how much of the book I used myself.” This statement confirms Doug Ebenstein’s habit of self-promotion. He self-taught himself the book in this manner, but never acknowledged the fact.
Doug Ebenstein did not mention this aspect of self-teaching himself, nor did he explain why he started the book. He stated:
“I didn’t have a clear plan or clear-cut goal. But I knew from a couple of interviews that the book had to be written before it was published.” Doug Ebenstein said this himself, so why would he have forgotten his list of tactics or to some extent, the point of the book all along?
Doug Ebenstein knew the book would not be successful, but he became convinced the only way to make it a reality was to self-publish the book and sell it himself. He was able to draw a lot of people to his website by selling the book. Even if you were not a book buyer, Doug Ebenstein had a market for the book and his small blunder illustrates just how easy it is to get too caught up in your ego and how many times you tend to say whatever you are thinking.